2.
First Amendment
Congress shall make no law respecting
an establishment of religion, or
prohibiting the free exercise thereof; or
abridging the freedom of speech, or of
the press; or the right of the people
peaceably to assemble, and to petition
the government for a redress of
grievances.
The Networked Age
Radio
Television
Internet (and Interactive–Web 2.0/Blogs/Wikis)
iPod® (Podcasts, etc.)
Vcasts®
Cell Phone
iPhone®
Digital Signage
Aroma Marketing
WOMM
Silent Publicity
2

5.
What is News?
Timeliness
Impact
Proximity
Controversy
Prominence
Currency
Oddity
What is News?
Information the public should be aware
of (?).
“Something” officials are trying to keep
from the public (?).
Dan Rather – Former CBS News Anchor
(Posed as questions)
Treat Newsmen and Newswomen as
You Would Want Them to Treat You!
Never (well, almost never) play
favorites with reporters.
Get to know them on a first name basis
(relationships).
Make every effort to be fair.
Treat them with trust and consideration.
5

6.
What Editors and Reporters
Expect of PR Practitioners
Relationship(s)
Know what news is
Know deadlines
Accuracy
Timeliness
A climate of trust/honesty
Accessibility (when bad news hits)
Establish a Media Policy
Truthful
Factual
Admit problems and mistakes
Responsibility
What’s the Difference?
Off the Record
Not for Attribution
For Background Only
PR Play 9-3
(Page 276)
The Public Relations Practitioner’s Playbook
6

7.
On the Record – Off the Record
Know the rules.
Be certain the reporter knows the rules.
Avoid casual comments at all times.
PR Play 9-3
(Page 276)
The Public Relations Practitioner’s Playbook
Not for Attribution
Know the rules.
Be certain the reporter knows the rules.
Anonymous. (Be careful)
PR Play 9-3
(Page 276)
The Public Relations Practitioner’s Playbook
For Background Only
Know the rules.
Be certain the reporter knows the rules.
Avoid casual comments at all times.
PR Play 9-3
(Page 276)
The Public Relations Practitioner’s Playbook
7

8.
Getting Coverage In Print and
On The Air
Get to know your local media
Develop relationships
The “Beat” System
Know how to “pitch”
Supply information
Tell the truth
Rejection
Why Hold a News Conference?
To announce item of significant impact.
Major product announcement.
To explain complex issues.
To introduce a new chief executive.
PR Play 9-5
(Page 270)
The Public Relations Practitioner’s Playbook
Key Points to Remember
Almost nothing is “off the record.”
State what you know as fact. Truth is
the only way.
Be prepared. Know your subject,
objective, audience and interviewer.
Expect the worst and have a plan for
dealing with it.
8

9.
Key Points continued…
Do not underestimate your interviewer.
He/she has a job to do.
Keep things simple – easy to understand
and follow.
Know what you want to say and get it said
early.
When confronted with a question you are
not prepared for, don’t be afraid to say –
“I don’t know.”
More Key Points...
Get to the interview early. You want
time to get comfortable.
Be a positive force – strong, energetic,
sincere and straightforward.
Detach yourself from the subject
matter.
Remember the importance of body
language.
Even More Key Points...
Practice to a point – of comfort only.
Take a witness or co-presenter if
possible.
You want to take control of every
interview you give.
9

10.
25 Ways to Deal with the
Media
1. Make the CEO responsible for media
relations.
2. Face the facts.
3. Consider the public interest in every
operating decision.
4. Respond quickly.
5. Return calls.
25 Ways continued...
6. Know to whom you are talking.
7. Be a source before you are a
subject.
8. If you want your views represented,
you have to talk.
9. Be prepared.
10. Know your message.
25 Ways continued...
11. Put your story in context.
12. Use everyday language.
13. Don’t speculate.
14. Slow down.
15. You are always on the record.
16. Cage your lawyers.
10

12.
Some DOs of Media Relations
Always be available.
Give reporters your cell/home phone
number.
Compliment reporters.
“Covering” for reporters.
Notification of cancellations.
Put facts in perspective.
Respond promptly.
Keep your own set of notes.
Some DON’Ts of
Media Relations
Don’t expect releases to be published
word for word.
Don’t complain to an editor if a story
isn’t published.
Don’t ask to see a story before it’s
printed.
Don’t ask reporters for clippings.
Don’t ask that photos be returned.
(Scan and e-mail JPEGS.)
More DON’Ts of
Media Relations
Don’t try to suppress unfavorable news.
Don’t tell the reporter how to write the
story.
Don’t stress your title or your position.
Don’t argue with anyone who buys ink
by the barrel and paper by the ton.
12

14.
Top 10 Mistakes
continued…
4. Inability to shut mouth.
3. Natural tendency to want to sound
more intelligent than we really are.
2. Fear and loathing.
1. Panic.
PR Play 9-11
(Page 280)
The Public Relations Practitioner’s Playbook
“Infodemic”
A complex phenomenon caused by the interaction of
mainstream media, specialist media and Internet sites;
and “informal” media – wireless phones, text
messaging, wikis, Twitters®, pagers, faxes and e-mail,
all transmitting some combination of fact, rumor,
interpretation and propaganda.
David Rothkopf
Chairman and CEO of The Rothkopf Group
“The newest computer can merely
compound, at speed, the oldest problem in
the relations between human beings – and
in the end the communicator will be
confronted with the old problem – of
what to say and how to say it.”
Edward R. Murrow
14

15.
Four more tips – No. 1
PR Play 9-1
Reporters like to talk to people who make
news. It is your job to make that person
available and your responsibility to prepare
that newsmaker for the interview.
(Page 259)
The Public Relations Practitioner’s Playbook
Four more tips – No. 2
PR Play 9-3
Preparing the “Pitch”
(Page 263)
The Public Relations Practitioner’s Playbook
Four more tips – No. 3
PR Play 9-12
Building Strong Reporter Relationships
(Page 281)
The Public Relations Practitioner’s Playbook
15